fix: conversion audit — fix all broken CTAs, wrong data claims, hero rewrite

CRITICAL:
- Fix broken mailto: CTAs on /offer and /proposal (empty href!)
- Fix 97.4% channel dependency claim → actual 85% (verified from DB)
- Fix 37.3% repeat rate → 57.6% cohort return rate (verified)
- Fix revenue model payback math (was 2.6mo, actual 3.5mo at 100/mo)
- Fix cost-of-waiting claim with verifiable math

CONVERSION:
- Hero rewrite: 'Lost 84% of new customers' → client problem, not tech brag
- Nav: remove duplicate Proposal link, single 'The Proposal' → /offer
- Footer CTA: primary action is now 'See the Full Proposal'
- All CTAs now include properly formatted mailto with subject+body
- Replace unverified competitor claim with specific named competitors

DATA INTEGRITY:
- 15/23 claims verified SOURCE-LINKED from PostgreSQL (728K orders)
- 4 claims corrected (97.4%→85%, 37.3%→57.6%, payback, cost-of-waiting)
- Revenue calculator uses cohort-verified return rate
- Board summary updated with correct figures

static/offer/index.html

@@ -272,7 +272,7 @@ input[type=range]::-webkit-slider-thumb{-webkit-appearance:none;width:20px;heigh
 <div class="lbl">Revenue from Peak</div>
 </div>
 <div class="alert-stat grey">
-<div class="val">97.4%</div>
+<div class="val">85%</div>
 <div class="lbl">Channel Dependency (Google + Organic)</div>
 </div>
 </div>
@@ -299,7 +299,7 @@ input[type=range]::-webkit-slider-thumb{-webkit-appearance:none;width:20px;heigh
 
 <div class="callout green">
 <span class="ico">💪</span>
-<div><strong>Your product is not the problem.</strong> AOV has climbed from £26 → £35. Repeat rate sits at 37% — well above DTC average. Customers who find you, stay. The product drives loyalty.</div>
+<div><strong>Your product is not the problem.</strong> AOV has climbed from £26 (2018) → £35 (2025). 68% of all orders come from returning customers. Customers who find you, stay. The product drives loyalty.</div>
 </div>
 <div class="callout red">
 <span class="ico">🚨</span>
@@ -307,22 +307,22 @@ input[type=range]::-webkit-slider-thumb{-webkit-appearance:none;width:20px;heigh
 </div>
 
 <div class="snum" style="margin-top:48px">THE ROOT CAUSE</div>
-<h2 class="stitle" style="font-size:24px;margin-bottom:28px">97% Channel Dependency</h2>
+<h2 class="stitle" style="font-size:24px;margin-bottom:28px">85% Channel Dependency</h2>
 
 <div class="channel-section">
 <div class="chart-card" style="padding:20px">
 <div class="channel-chart-box"><canvas id="chChart"></canvas></div>
 </div>
 <div class="channel-facts">
-<div class="channel-fact"><strong>Organic + Google Ads = <span class="highlight">97.4%</span></strong> of all orders. If Google changes an algorithm, you lose the business.</div>
+<div class="channel-fact"><strong>Organic + Google Ads = <span class="highlight">85%</span></strong> of all orders in 2025. If Google changes an algorithm, you lose the business.</div>
 <div class="channel-fact"><strong>Facebook: 0.1%.</strong> TikTok: 0%. Instagram: 0%. You have <strong>zero social commerce</strong> presence in 2025.</div>
-<div class="channel-fact"><strong>No AI content pipeline.</strong> Competitors are producing 10x the content at a fraction of the cost. Every month without these channels = lost addressable revenue.</div>
+<div class="channel-fact"><strong>No AI content pipeline.</strong> H&B, Vitabiotics, and Boots all run active social + paid content across TikTok, Instagram, and YouTube. JustVitamins has zero presence on any of these channels. Every month without them = missed discovery.</div>
 </div>
 </div>
 
 <div class="callout amber">
 <span class="ico">⏳</span>
-<div><strong>Cost of waiting:</strong> Based on your data, the addressable revenue gap from missing channels is estimated at <strong>£5,000–£10,000 per month</strong>. Every month without action widens the gap. <em style="font-size:12px">(See interactive model below)</em></div>
+<div><strong>Cost of inaction:</strong> In 2020 you acquired 24,666 new customers. In 2025, just 3,941. At your 2025 AOV of £35.02, that's <strong>£726,000 in lost first-purchase revenue per year</strong> — before repeat purchases. Every month without new discovery channels widens this gap. <em style="font-size:12px">(See interactive model below)</em></div>
 </div>
 </section>
 
@@ -401,7 +401,7 @@ input[type=range]::-webkit-slider-thumb{-webkit-appearance:none;width:20px;heigh
 
 <div class="roi-calc">
 <h3>Interactive Revenue Model</h3>
-<div class="sub">Based on your 2025 AOV (£35.02) and repeat rate (37.3%)</div>
+<div class="sub">Based on your 2025 AOV (£35.02) and 12-month cohort return rate (57.6%)</div>
 
 <div class="slider-row">
 <div class="slider-label">
@@ -422,13 +422,13 @@ input[type=range]::-webkit-slider-thumb{-webkit-appearance:none;width:20px;heigh
 </div>
 
 <div class="roi-assumptions">
-<strong>Assumptions:</strong> AOV = £35.02 (your 2025 actual) · Repeat rate = 37.3% (your actual) · Avg 2 repeat purchases in first year · Year 1 cost = £4,000 build + £500×12 infra + £200×12 AI tools = £12,400 · Conservative — does not include organic uplift from PDP/blog optimisation or existing channel improvements
+<strong>Assumptions:</strong> AOV = £35.02 (your 2025 actual) · 12-month cohort return rate = 57.6% (from cohort analysis of 728,018 orders) · Avg 2 repeat purchases in first year · Year 1 cost = £4,000 build + £500×12 infra + £200×12 AI tools = £12,400 · Conservative — does not include organic uplift from PDP/blog optimisation or existing channel improvements
 </div>
 </div>
 
 <div class="callout blue" style="margin-top:24px">
 <span class="ico">💡</span>
-<div><strong>Anti-objection:</strong> Even at the most conservative setting (25 new customers/month), the infrastructure pays for itself within 7 months. This is not a bet — it's a math problem. And these projections exclude any improvement to your existing Google/Organic channels from PDP optimisation.</div>
+<div><strong>Anti-objection:</strong> Even at the most conservative setting (25 new customers/month at £35.02 AOV), the £12,400 Year 1 cost is recovered in ~14 months on first-purchase revenue alone — and that excludes the 57.6% who return for repeat purchases. At 100/month, payback is under 4 months. These projections also exclude any improvement to your existing Google/Organic channels from PDP optimisation.</div>
 </div>
 </section>
 
@@ -549,7 +549,7 @@ input[type=range]::-webkit-slider-thumb{-webkit-appearance:none;width:20px;heigh
 <div class="cta-step"><div class="num">2</div><div class="txt">Provide Shopify &<br>TikTok access</div></div>
 <div class="cta-step"><div class="num">3</div><div class="txt">15-minute kickoff call<br>to align priorities</div></div>
 </div>
-<a class="cta-btn" href="mailto:">Approve & Start Build →</a>
+<a class="cta-btn" href="mailto:omair@quikcue.com?subject=JustVitamin%20AI%20Infrastructure%20%E2%80%94%20Approved%20to%20Start&body=Hi%20Omair%2C%0A%0AApproved%20to%20proceed%20with%20the%20AI%20infrastructure%20build.%0ALet%E2%80%99s%20schedule%20the%20kickoff%20call.%0A%0AThanks">✅ Approve & Start Build →</a>
 <div class="cta-footer">Build begins within 48 hours of approval. Week 4 gate before any ongoing commitment.</div>
 </div>
 </section>
@@ -566,13 +566,13 @@ input[type=range]::-webkit-slider-thumb{-webkit-appearance:none;width:20px;heigh
 <h3>Decision Summary <span class="tag">Internal Use</span></h3>
 <ol>
 <li>New customer acquisition has declined <strong>84%</strong> (24,600 → 3,900/year) since 2020, driving a <strong>42% revenue decline</strong> from peak (£1.82M → £1.05M).</li>
-<li>Product-market fit is strong: 37% repeat rate, AOV increasing from £26 → £35. The decline is a <strong>discovery problem, not a product problem</strong>.</li>
-<li><strong>97.4% of revenue depends on two channels</strong> (Google Organic + Google Ads). Zero social commerce presence. This is a single point of failure.</li>
+<li>Product-market fit is strong: 68% of orders are repeat purchases, AOV increasing from £26 → £35 (2018–2025). The decline is a <strong>discovery problem, not a product problem</strong>.</li>
+<li><strong>85% of orders depend on two Google channels</strong> (Organic + Google Ads) in 2025. Facebook is 0.1%. TikTok and Instagram are zero. This is a single point of failure.</li>
 <li>Proposal: Install <strong>owned AI infrastructure</strong> for content automation, TikTok Shop, PDP optimisation, and competitor insight extraction. Not an agency dependency — brand owns all assets.</li>
 <li>Investment: <strong>£4,000 one-time</strong> + £500/mo infrastructure + £100–300/mo AI tools. Estimated total ongoing: £600–800/month.</li>
 <li>Timeline: <strong>Fully operational in 3–4 weeks</strong> with weekly checkpoints. Week 4 review gate before ongoing commitment.</li>
 <li>Risk controls: No mass AI publishing (SEO-safe), 30-day exit clause on monthly, brand retains all access/data/code, weekly reporting during build.</li>
-<li>Recommendation: <strong>Approve build (£4,000 one-time)</strong>. Measurable Week 4 checkpoint: infrastructure live, first AI content batch produced, TikTok Shop configured with 3–5 products. Conservative ROI shows payback within 2–7 months.</li>
+<li>Recommendation: <strong>Approve build (£4,000 one-time)</strong>. Measurable Week 4 checkpoint: infrastructure live, first AI content batch produced, TikTok Shop configured with 3–5 products. Conservative ROI shows payback within 4–14 months depending on new customer acquisition rate.</li>
 </ol>
 </div>
 </section>
@@ -696,15 +696,15 @@ new Chart(document.getElementById('chChart'), {
 function calcROI() {
   const n = parseInt(document.getElementById('roiSlider').value);
   document.getElementById('sliderVal').textContent = n;
-  const aov = 35.02;
-  const repeatRate = 0.373;
-  const avgRepeats = 2;
-  const ltv = aov * (1 + repeatRate * avgRepeats);
+  const aov = 35.02;                // 2025 actual (source-linked)
+  const cohortReturnRate = 0.576;   // 12-month cohort return rate (verified from 728K orders)
+  const avgRepeats = 2;             // conservative avg repeat purchases in year 1
+  const ltv = aov * (1 + cohortReturnRate * avgRepeats);
   const monthlyRev = n * aov;
   const annualRev = n * 12 * ltv;
   const year1Cost = 4000 + 500*12 + 200*12;
   const roi = annualRev / year1Cost;
-  const payback = year1Cost / (monthlyRev * (1 + repeatRate));
+  const payback = year1Cost / monthlyRev;  // first-purchase only — conservative
   document.getElementById('roiMonthly').textContent = '£' + Math.round(monthlyRev).toLocaleString();
   document.getElementById('roiAnnual').textContent = '£' + Math.round(annualRev).toLocaleString();
   document.getElementById('roiMultiple').textContent = roi.toFixed(1) + 'x';

static/proposal/index.html

@@ -1010,7 +1010,7 @@ section.visible {
     <div class="cta-box">
       <div class="cta-title">Ready to Build?</div>
       <p class="cta-desc">If approved, access is provided and build starts immediately. Fully operational in 3–4 weeks.</p>
-      <a class="cta-button" href="mailto:">
+      <a class="cta-button" href="mailto:omair@quikcue.com?subject=JustVitamin%20AI%20Infrastructure%20%E2%80%94%20Approved%20to%20Start&body=Hi%20Omair%2C%0A%0AApproved%20to%20proceed%20with%20the%20AI%20infrastructure%20build.%0ALet%E2%80%99s%20schedule%20the%20kickoff%20call.%0A%0AThanks">
         Let's Go →
       </a>
       <div class="cta-footer">

templates/index.html

@@ -16,9 +16,8 @@
     <a href="/" class="logo">JustVitamins <span class="x">×</span> QuikCue</a>
     <div class="nav-links">
       <a href="/dashboard" target="_blank">📊 Dashboard</a>
-      <a href="#demos">Demos</a>
-      <a href="/proposal" target="_blank">Proposal</a>
-      <a href="/offer" target="_blank">Offer</a>
+      <a href="#demo-a">Demos</a>
+      <a href="/offer" target="_blank">📋 The Proposal</a>
     </div>
   </div>
 </nav>
@@ -27,14 +26,13 @@
 
 <!-- ═══ HERO ═══ -->
 <section class="hero" id="top">
-  <div class="eyebrow"><span class="pill">● LIVE</span> AI Content Engine — Powered by Gemini</div>
-  <h1>Your content engine is<br><span class="gr">real and running.</span></h1>
-  <p class="sub">Paste any Just Vitamins product link. The AI scrapes it live, rewrites every word, generates new product images, and builds a full marketing pack — all in seconds. <strong>No mocks. No fakes. Try it.</strong></p>
+  <div class="eyebrow"><span class="pill">● LIVE</span> Built for Just Vitamins — Powered by Gemini</div>
+  <h1>You've lost 84% of new customers since 2020.<br><span class="gr">This engine gets them back.</span></h1>
+  <p class="sub">We analysed your 728,018 orders. The product isn't the problem — <strong>discovery is.</strong> Below is a working AI content engine that scrapes your products live, generates conversion-optimised PDPs, images, and marketing assets. Try it. Then <a href="/offer" style="color:var(--accent)">see the proposal</a>.</p>
   <div class="btn-row">
-    <a href="#demo-a" class="btn cta">⚡ Try Demo A — 12 Assets</a>
-    <a href="#demo-b" class="btn ghost">🔍 Competitor X-Ray</a>
-    <a href="#demo-c" class="btn ghost">🎨 PDP Surgeon</a>
-    <a href="/dashboard" target="_blank" class="btn outline">📊 Real Data Dashboard</a>
+    <a href="#demo-a" class="btn cta">⚡ See It Work — Live Demo</a>
+    <a href="/offer" class="btn ghost">📋 See the Proposal</a>
+    <a href="/dashboard" target="_blank" class="btn outline">📊 Your Data Dashboard</a>
   </div>
   <div class="stats">
     <div class="stat"><span class="val">£19.4M</span><span class="lbl">Lifetime Revenue</span></div>
@@ -135,11 +133,11 @@
 <!-- ═══ CTA ═══ -->
 <section class="cta-section" id="cta">
   <h2>This isn't a mockup.<br>It's <span class="gr">running right now.</span></h2>
-  <p class="sub" style="text-align:center;margin:0 auto 2rem">Every demo on this page hits a real API, scrapes real pages, and generates real content. The data dashboard shows real £19.4M in revenue across 728,000 orders.</p>
+  <p class="sub" style="text-align:center;margin:0 auto 2rem">Every demo above hits a real API, scrapes real pages, and generates real content. Your data dashboard runs against 728,018 validated orders.</p>
   <div style="display:flex;flex-direction:column;align-items:center;gap:.75rem">
-    <a href="mailto:omair@quikcue.com?subject=JustVitamin%20AI%20Engine%20—%20Let's%20Talk" class="btn cta lg">🚀 Let's Talk — 15 min call</a>
-    <a href="/dashboard" target="_blank" class="btn outline">📊 Explore the Full Dashboard</a>
-    <span class="note">Built by <a href="https://quikcue.com">QuikCue</a> · Powered by Gemini 2.5 Flash + Nano Banana Pro</span>
+    <a href="/offer" class="btn cta lg">📋 See the Full Proposal</a>
+    <a href="mailto:omair@quikcue.com?subject=JustVitamin%20AI%20Engine%20%E2%80%94%20Let's%20Talk&body=Hi%20Omair%2C%0A%0AI've%20seen%20the%20demos.%20Let's%20schedule%20a%20call.%0A%0AThanks" class="btn outline">🚀 Let's Talk — 15 min call</a>
+    <span class="note">Built by Omair @ <a href="https://quikcue.com">QuikCue</a> · Powered by Gemini 2.5 Flash</span>
   </div>
 </section>